Abstract
Green consumption has become increasingly popular. More and more green restaurants are entering the market. The development of mobile Internet and the application of location-based services leads customers to easily visit several restaurants before making choice. Retaining a visiting customer is very important to green restaurants in the mobile Internet era. This paper develops a theoretical model to explore how the food-related, service-related and ambiance-related attributes of green restaurants influence the confirmation of expectations regarding restaurant quality and subsequent patronage intentions of visiting consumers in the context of location-based recommendations. The theoretical model is tested using the partial least squares method. The results show that the confirmation of expectations of food quality is determined by food presentation, variety and freshness; the confirmation of expectations of service quality is determined by employees and service; and the confirmation of expectations of ambiance quality is determined by cleanliness, design and décor, in terms of a positive effect on the patronage intention of visiting consumers of green restaurants making use of location-based recommendations. Finally, theoretical and practical implications are discussed.
Highlights
With the spread of the consciousness of environmental sustainability, green consumption has become increasingly popular
As the confirmation of expectations has a direct impact on continuance intentions [25,26] and the restaurant patronage intentions of customers are affected by the quality of food, service, and ambiance [6,27,28], the present study proposes that the confirmation of expectations regarding food quality, service quality and ambiance quality as a result of perceptions of food, service and ambiance quality attributes influences the patronage intention of visiting consumers towards green restaurants
The results of the present study are consistent with the conclusions of previous studies that investigated the effect of product quality, service quality and ambiance quality on patronage intentions in other situations [29,31]
Summary
With the spread of the consciousness of environmental sustainability, green consumption has become increasingly popular. The development of mobile Internet and the application of location-based services enable restaurants to entice customers through initiative location-based recommendations [1,2,3]. Location-based recommendations may entice customers to visit the recommended restaurant. Despite these recommendations, a customers’ decision to consume is determined by whether the restaurant satisfies their expectations after their observations. A customers’ decision to consume is determined by whether the restaurant satisfies their expectations after their observations Using their mobile phone customers can search restaurants around them anytime and anywhere. As visiting several interesting restaurants in different places before making a choice becomes very easy for customers with mobile phones, retaining visiting customers is very important to green restaurants in the new mobile Internet era
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